Tuesday, joining Search Marketing Expo West, Google shared several new innovations in the new AdWords experience enabling advertisers to meet the increase demand of consumers through search and video.
Here is a brief decription of each of these new features:
Reach consumers who searched on Google on YouTube
Soon, businesses can reach out searchers on YouTube, who have recently searched their products or services on Google search through a new feature called "custom intent audiences". For example, "an airline could reach people on YouTube who recently searched Google.com for 'flights to Hawaii'," Google wrote.
In the example image below, you can see a Google search query for "financial advisor" and a TrueView for action ad as seen on mobile devices:
Just create a keyword list for video campaign in the new AdWords experience to get started with custom intent audiences.
"Custom intent audiences can be an effective way to move undecided customers to action using the persuasive power of video."
Custom intent audiences are best when paired with TrueView for action, says Google. TrueView for action are direct response video ad format that allow advertiser to customize call-to-action for leads or referrals. Google automatically optimize these campaigns with Target CPA bidding for the most efficient results possible. These video ads expanding globally later this month.
See Performance Changes with Notes
Another new feature rolling out to the new AdWords experience, include notes and Recommendations page.
Available in the next few weeks, using notes advertisers will be able to capture important details about their accounts right from the performance graphs, enabling anyone to see what's caused a change in the performance.
Notes can be created directly in the new AdWords user interface and will be visible to all users with access to the account. Notes are captured below the performance graph area (just like in Google Analytics), and a Notes column on the right can be expanded as needed to view multiple entries in detail.
Here is an example image of the notes feature:
New Recommendations Page
Also, the Opportunites page, which is rebuilt and renamed as "Recommendations" page that now offer 16 new types of recommendations, including "suggestions to set optimal bidding strategy, add audiences, or create better ads" — so, you can focus on the most actionable fixes for your account.
Account Performance Score
Another update coming to Recommendations page will soon add a new Account's Performance Score, that will help your prioritize optimizations.
The Account Performance Score is essentially a visual representation of where the biggest optimization opportunities are and where advertisers should focus their efforts.
An screenshot of the new Recommendations page:
At SMX, Google also shared that it's now able to block majority of bad ad experiences, like malvertising and phishing scams, before the scams impact people. Sharing the number it said:
- Took down more than 3.2 billion ads violating advertising policies—-that's more that 100 bad ads per second.
- Blocked 79 million ads in the network for attempting to send people to malware-laden sites,
- Removed 400,000 of these unsafe sites last year.
- Alos, removed 66 million "trick-to-click" ads as well as 48 million ads attempting to get users to install unwanted software.
- 320,000 publishers were removed last year from Google ad network for violating publisher policies,
- Nearly 90,000 websites and 700,000 mobile apps were blacklisted.
- Also, using latest technology Google now removing ads from individual pages on a website that violate advertising policies. This involve of 2 million pages for policy violations each month.
- In April 2017 alone Google ads from 8,700 pages that violated their exapnded policy were removed.
Google is also working to protect advetisers from deceptive content online and has blocked more than 12,000 websites for scraping duplicating and copying content from other sites, up from 10,000 in 2016.
Google notes there is also a rise in tabloid clocking violations up from 1,400 in 2016 and has terminated over 7,000 AdWords accounts for this violation. In tabloid cloaking scammers buy ads that look sensational news headlines but acutally they lead to diet pills and weight-loss scam ads sites.
New Policies for Emerging Threats
As the technology evolve online threats are also emerging faster, to address these new ads threats Google introduced several policy updates for unregulated or financial products, like binary options, cryptocurrency, foreign exchange markets and contracts for difference (or CFDs).
And, also pushed update to gambling ads policies that addresses new gambling methods that have items with real-world value—for e.g., skins gambling.
Lastly, Google said a new certification process for rehabilitation facilities, allowing legitimate addiction treatment centers to connect with people in need will be introduced as well.